Insta-Influencers’ Endorsement Effect on Consumers’ Purchase Intention: Parallel Mediation Role of Brand Credibility and Brand Attitude,Journal of Asia-Pacific Business

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Insta-Influencers’ Endorsement Effect on Consumers’ Purchase Intention: Parallel Mediation Role of Brand Credibility and Brand Attitude
Journal of Asia-Pacific Business Pub Date : 2023-09-28 , DOI: 10.1080/10599231.2023.2259257
Alaleh Dadvari, Massoud Moslehpour, Shallyn Aprillia Shira

The paper aims to study the indirect effect of Insta influencers’ endorsement on Indonesian consumers purchase intention through brand attitude and brand credibility. A survey method based on an on...

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